About the Project
A renowned plastic surgeon from Russia, known for working with celebrities and show business stars, offers a unique service in the niche of injection cosmetology.
The surgeon regularly conducts on-site appointments across multiple countries, including the UAE, USA, Germany, Turkey, and Kazakhstan.
The signature offering is a proprietary one-session facial and neck rejuvenation procedure delivering immediate results, characterized by a high average order value.
Tasks
- Organize a stable flow of clients for specific appointment dates using targeted advertising directed to personal messages.
- Develop the architecture of advertising campaigns in Ads Manager.
- Prepare video creatives, texts, and offers tailored to the target audience.
- Launch campaigns and scale successful combinations to optimize performance.
- Achieve a stable return on advertising investment through efficient campaign management.
Targeting: Campaigns were configured to reach Russian-speaking users in the specified regions. Given the small audience size in each location, creatives burned out quickly, necessitating frequent refreshes.
Content: We tested various BEFORE/AFTER formats, including static carousels, video creatives, VSL (Video Sales Letters), client reviews, and more. Experience demonstrates that these formats deliver strong results in 90% of cases, as they evoke the most significant emotional response from the audience. However, a key challenge was navigating moderation on platforms like Facebook, which often flags conditionally “shocking content,” “discrimination,” or explicit imagery.
Messaging: Ad copy was crafted to address specific client pain points, fears, and triggers identified by the surgeon. Examples include:
Pain Points and Motivations
- Visible signs of aging: Forehead wrinkles, crow’s feet, drooping eye corners, jowls, pronounced nasolabial folds, double chin, sagging neck skin, and overall loss of skin elasticity and facial contour clarity.
- Emotional impact: A lack of admiring glances and compliments compared to earlier years.
Fears
- Procedure concerns: Pain during the process, unnatural appearance, allergic reactions, post-procedure discomfort, or complications.
- Outcome risks: Dissatisfaction with results, privacy breaches, or judgment from others (“I won’t be understood”).
- Maintenance: The perceived need for constant injections.
Triggers
- Personal dissatisfaction: Frustration with appearance and reduced self-esteem due to aging.
- External pressures: Social expectations or professional demands to look flawless.
- Life moments: A desire to refresh one’s appearance for a new life stage, a special event, or a holiday.
Execution of Work
Second Month of Work (October 1 – October 29)
To further reduce lead and client acquisition costs, we shifted our strategy to prioritize video content, incorporating more footage of one-on-one training sessions.
A dedicated video editor was hired to produce fresh videos daily, supported by a consistent supply of raw content.
This adjustment lowered the lead cost to $16.64, enabling us to generate 440 leads with a total spend of $7,322 during this period.
Results Over +1 Year
- Revenue: $201.180
- Average ROMI: 6 076%
- Total number of leads: 7177
- Total expenses: $19.400
- Average lead cost: $2,70
Conclusions
- The BEFORE/AFTER format inspires confidence and builds trust by showcasing real emotions and tangible procedure results.
- Regular creative updates are essential for small audiences to prevent ad fatigue and maintain campaign success.
- In this service niche, direct communication via Instagram and WhatsApp messages proves highly effective—potential clients receive prompt, personalized responses from the specialist. Response speed is a critical factor in converting leads.